The key to GUI design is consistency, consistency, consistency. When thinking about your online branding strategy, consider that users look for things that are familiar to them–something they can count on to perform the same function. They respond to recognizable buttons, hyperlinks, typefaces, icons, and design elements. Through consistency, you provide the user with direction and an easy flow of information. When consistency is lost, the designer also risks losing the user, as well.

Of course, it’s not always that easy. The trick to successful GUI design is to be able to find the right balance between familiar design and really interesting stuff! Effective online branding engages the user. The last thing you want to do is to become bland and boring in the name of almighty consistency.

Using a certain shape, but varying the color or vice versa is a very subtle way to engage users, distinguish between different design elements but still be consistent with functionality. We see it all the time in everyday life-a stop light, for example, where each light is the same size circle, yet conveys a different message.

This same idea can be applied as a directional sense in GUI design to direct users where to go. It can be as simple as using a red button to go back and a green button to go forward. Each circle represents an action to GO somewhere; the color provides the direction WHERE.

Not only is consistency important for the design of an object, it’s a crucial factor in location. Buttons, warnings, news flashes, results, and directional text should always appear in consistent locations. When a user, for example, enters information that is going to yield results, it’s important the results always appear in the same manor and same location to avoid confusion. This directs users to look in familiar places. In fact, they expect to. If the location changes, users may become frustrated searching for information and leave the site altogether.

GUI design as an element of brand design
This brings up one other important element of the GUI design: human behavior. Remember, a brand is more than a design; it’s an experience. So how can you use GUI design to enhance the customers’ experience? We won’t say that Internet users are lazy; but they don’t want to work hard. The more clicks it takes to get somewhere, the greater the risk of losing users to another site. To avoid a lot of clicks, designers need to create the most efficient use of space without overcrowding the page.

In the end, good GUI design makes the online experience as comfortable as possible. The Holy Grail remains a design that remains digestible, directional and yet still engaging. When you find that, you’ve enhanced your online branding greatly.